How Price Transparency Could Fix the Abandoned Rx Issue: Laura Jensen

Every year, roughly a billion prescriptions go unfilled simply because they can't afford them, not because they don’t need them, explained Laura Jensen, chief commercial officer and president of Pharma Direct at GoodRx. Jensen made the case that openness around drug pricing is a strategic imperative during her session "Transparency as a Competitive Advantage: Unlocking Value for Patients and Pharma" at Asembia's AXS26, held April 26-30, 2026, in Las Vegas, Nevada.

Jensen's argument centered on patients with chronic diseases, who are among the most vulnerable to the consequences of opaque pricing. Month after month, these patients face an uphill battle navigating a complex health care system just to afford medications they depend on for their daily functioning, she explained.

"That's where price transparency and discounts that are easier to access, that don't require patients to have a PhD in how to navigate the health care system—that’s where we can really make an impact," Jensen said. This focus on transparency can make it a valuable tool for reducing prescription abandonment at the pharmacy counter, she added.

Jensen also addressed the pressures looming over the industry—including Inflation Reduction Act pricing negotiations and the prospect of Most Favored Nation (MFN) pricing policies—and their potential impact on manufacturer-sponsored copay assistance programs. Rather than viewing transparency as a threat, she sees it as a forcing function. She said platforms like GoodRx are pushing manufacturers to pay closer attention to the direct consumer experience, which she views as a meaningful shift in how the industry thinks about its role.

As MFN and other mandates reshape the pricing landscape, she suggests manufacturers can still deliver meaningful discounts directly to patients by leaning into transparent, consumer-facing platforms. Utilizing MFN pricing, the TrumpRx platform works similarly to GoodRx, allowing patients to access lower out-of-pocket drug costs when paying by cash instead of using insurance. The TrumpRx platform launched in February, but the success of the service is unclear.